I’ve spoken on this blog before about Jon Reiss, filmmaker and author of Think Outside The Box Office, the authoritative guide for finding and building an audience for your low-budget indie flick.

Jon has now gone a step further and established the best iPhone app integration with your film. You can read Jon’s post announcing the app over on his blog, but here’s the key part of it:

This is an app to share the graffiti and street art you love with others.   It is free – and is intended to create a broader community around Bomb It.

Jon Reiss, jonreiss.com

Rather than simply using the app as another platform for selling his film, what Jon has created is another way to engage his community. He’s adding value to his audience, giving them a way to talk, debate and share while still pushing (but not overtly) the BOMB IT brand out there.

By keeping the app BOMB IT-branded, the people who know him and his film will start to use it and share it with their friends (from with in their community and, thus, the target audience for the film) and spread the word. More awareness = bigger target audience = more views. But, significantly, Jon’s not trying to expand beyond his identified “niche” – he knows who is audience is and how to cater for their needs; textbook indie movie marketing.

Any producers out there looking to enhance their film’s brand with an app would do well to study what Jon has done here, which comes back to the same story  we push time and again: know your audience, give them what they want and give them more than they expect.

Engage, converse, offer value. It’s a simple equation that too many filmmakers frequently skip over.

If you’ve established yourself a strict, productive routine, it can be hugely beneficial to give yourself some slack now and again.

As you probably know by now, I’m training for the 3 Peaks Challenge in June this year. Since I’m much further behind all the other members of the team, I’ve set myself a rigorous and punishing work, training and dietary schedule to get myself in shape.

Motivation for anything can be hard to maintain, but even more so when you’re limiting and/or being tough on yourself, restricting certain things and enforcing others. That’s why I’ve taken to giving myself a ‘cheat day’ once a week to allow me to indulge, slack off and generally slob around a bit.

Including a cheat day as part of your regular schedule – whether it’s a day off from work, a day with no internet, eating whatever you like or just enjoying something you don’t usually have time for – can be a much stronger motivational tool than a long-term goal; knowing that you’ve got a ‘rest day’ coming up can help you work harder and more efficiently as well as increase your positivity and productivity.

Don’t be so hard on yourself; cheating’s only cheating when it does you a disservice. Sometimes cheating’s just the best way to move forward.

This week’s Lowdown – part of The Production Office Live – is focused on email marketing:

TOOLS

If you’re going to be marketing your content and products to your email list you first of all need a tool to help you do it. By far the most popular are MailChimp, which starts from free and scales up, and Aweber, which is a paid service, but offers much more in terms of functionality and interaction with other programmes.

Both are good choices, but like most programmes of this ilk – and there are many – it mostly boils down to your budget and what you want to do with your emails. Take a look at them both (and others) and see what you think.

BUILDING YOUR LIST

We all have an email list, we just call it our address book. Most of us don’t like to think of sending marketing messages to our friends, and that’s why there are all sorts of protections in place (in the UK at least) for holding people’s data.  Everyone you send a marketing email to MUST have consented to receiving them, either by giving you their address on a sign-up form or expressly agreeing in another manner.

There are many ways to capture email addresses and many examples of good practice. The two most common ways are through your project website – check out dontlethimin.com for a good example of Opt-In email forms – or by offering something in exchange – see Seth Godin’s offer of the first four chapters of Permission Marketing.

As we talked about previously with Crowdfunding, you have to be able to offer value to your list through your email. Which brings us to…

TIPS

54% of people who unsubscribe from email lists do so because they either receive the emails too frequently or because the content is too boring or repetitive. You need to make any marketing emails you send out interesting, informative and relevant. As soon as you lose those three things from your emails, you will start to lose subscribers quicker than you gained them.

Another great tip is the use of social media connections. Adding “Share” buttons from the major social media sites on the ‘net increases click-through by 55% – a huge advantage over all those emailers out there who aren’t leveraging social media in this way.

More than likely, you subscribe to several email marketing lists and the best way to learn what works and what doesn’t is simply to look through your inbox. Some of your emails will be out-and-out marketing, some will be sharing and some will seem to be neither. Look carefully at all of them and work out for yourself what you like, don’t like and how you could do it differently to promote yourself, your film or your products.

I hope this is all useful to your quest to gain more from your online marketing. Have any other tips about email marketing, or your own success story? Post them in the comments section below.

I’ve been in a funk since the weekend.

Working too hard, not playing enough and feeling generally a little run down, I’ve been struggling to concentrate and get my head in order with no inspiration to get anything done.

Then, today, thanks to a friend on Twitter, I did the one simple thing that works every time. I got off my arse.

The simple act of standing from your sofa, your desk, your workbench and going and doing something can be all the inspiration you need to get back up and at ’em.

Next time you’re funking1, just choose something, get up and DO IT.

1. new word! [↩]

The most common question I get when talking about the 3 Peaks is “Why?”.

I have two answers, both of which are exemplified in things I saw on Twitter today.  Number one (courtesy of the marvellous Sheri Candler):

Number two is this series of Tweets from a very close friend:

Just had call number 5 but no good for me. Gutted.

@Tor87

Feeling awful but thank you for keeping my spirits up, so many lovely friends. Please remember the amazing donor and their family today. x

@Tor87

God this has hit me hard. In lots of pain, breathing awful, body wont work. You cannot imagine.

@Tor87

Not only has Tor had to suffer yet another false alarm, but even while she’s hurting, struggling to breathe and exhausted from over 5 hours of travelling, she’s thinking of others.

And when she says, “You cannot imagine,” she absolutely means it. If you haven’t been there, you cannot possibly understand the rollercoaster of emotions that is involved with a false-alarm; being prepared to have your life changed forever before being told it’s not going to happen. And knowing that if it doesn’t happen today, it may never happen at all.

You want to know why I’m subjecting myself to 24 hours of mountain climbing following 3 months of hard training?

Tor is why.

A natural part of life is looking back over the past and – occasionally – wishing you had a passport back to the “good old days”.

Yearning for the past, however, precludes us from looking to the future. Facing the in the wrong direction not only leads to heavy-hearted nostalgia1, but also stops us being open to new ideas and new opportunities.

Most frequently, we hark back to the days of “carefree joy” and “spontaneity” that marked our teenage years, but it’s vital never to forget that everything we’ve experienced – and especially all the good stuff – we were able to enjoy and consequently remember fondly because we were open to a wide range of possibilities and new adventures.

There’s nothing wrong with looking back; just make sure it’s a glance over your shoulder, not a 180˚ turn from your forward path.

1. or worse, sentimentality [↩]

As the old proverb tells us:

Every great journey begins with a single step…

Today, my great journey to summit the 3 highest peaks in the UK within 24 hours began with the single, simple step of inducting myself at the gym.

I’ve been lucky enough to be sponsored by Topnotch Healthclubs with a gym membership and, if you’ll pardon the pun, top-notch training advice and personalised programmes to get me ship-shape and walking-fashioned in time for the challenge in June.

This blog, in what must been its umpteenth iteration1, will become home to OLI’S 3 PEAKS – the online diary of my build-up, training, highs and lows of my bid to raise awareness of organ donation by attempting a frankly very silly challenge for someone with a) a total lack of any kind of physical fitness and b) a very low tolerance for pain or discomfort.

Here, as they say, goes nothing….

1. having followed pre- and post-transplant journey and a short “trial” stint at university [↩]